Electric business double 12 slightly deserted: User fatigue unwilling to pay for "literature"

2012-year Double 11, Taobao hit http://www.aliyun.com/zixun/aggregation/37072.html ">191 billion turnover myth." One months after the double 12, originally is the day of the Thousand years, Taobao sellers reflect the situation is not so optimistic, the activity slightly deserted.

Last year, Taobao and cat double 11 turnover of 5.2 billion yuan, sellers and consumers have not done, double 12 and set a record of 4.38 billion turnover. This year's double 12 seems to be shrouded in a double 11 "shadow". "This year 11 serious overdraft user consumption, the user is still in fatigue period, double 12 to the user attractive than expected much lower." "A men's brand to Tencent technology."

Compared with last year's emphasis on turnover, Taobao double 12 theme is "Small and beautiful", play "tone", do not use data to speak. But many users do not catch a cold: "Are you willing to pay for ' literary behavior '?" ”

Users are still in the fatigue period small sellers sales not up to expectations

"After the double 11, the consumer still has not come out of the fatigue period, double 12 before this period of time, everybody general conversion rate is particularly low." The activity is too intensive, the consumer is waiting for the big promotion to buy. "A men's brand related to the person said.

A number of Taobao small sellers said that, from the flow, the double 12 this year tend to be deserted, the general performance did not reach expectations.

and double 11 emphasis on discount promotions, double 12 Taobao sellers can be independent to the price of goods, the threshold is lower. Dual 11 of the main force is the traditional brand, even at a loss of sales, on the one hand, inventory, on the other hand, as an advertising investment, brand marketing. and double 12 small sellers basically will not make big discount. "After all, everyone wants to make money, and promotion costs are a large proportion." "A certain Taobao sellers said.

Taobao Double 12 is intended to support small and medium sellers, but small sellers are not satisfied with this activity. "Although said Taobao said double 12 to support small sellers, but there is no specific section to promote small sellers, small sellers are not too big, but may be some big C store can take the flow of traffic, after all, they have a certain source of customers, do pay promotion than small sellers have the financial strength. "A Taobao sellers believe that this activity is not targeted, too wide, resulting in less traffic per merchant."

"The greater the expectation, the greater the disappointment, if also according to last year double 12, this year double 11 Layin hope sales, that will be more disappointed." After the double 11, the signal Taobao released is double 12 without data to speak. Disappointment is because the early expectations are too high, not with the pace of Taobao. "A men's brand related to the person said.

From discount promotions to "play tone"

This year, 12, Taobao made a creative attempt: emphasis on fun, not discounts, the theme is "different Amoy."

The double 12 page, presents "The Life", "The New", "The characteristic", "The Man", "the Beautiful" and so on the column, participates in the activity product description, the picture style and so on the unique, hoped interacts with the user, this is also the Taobao one kind of transformation.

Some users believe that Taobao double 12 of the creativity is really a bright, the impression of Taobao improved, but will not directly pull the purchase. "Taobao for the first time play ' tone ', play is not successful." The seller interacts with the user through creativity, attracting users to buy, but are you willing to pay for ' literary behavior '? ”

For example, in the "Feature" column, a "national largest card" picture, picture background is a woman wearing cheongsam, reminiscent of the retro wind, but click into the mask and other cosmetics. "Buyers may feel cheated and will immediately close the page and leave." "A certain Taobao sellers said.

The seller said: "Most sellers are not so high quality to play the tune." In the main venue, Taobao or to large sellers special topics, small sellers do not get what benefits, but also to play literature and art. ”

Although the double 12 effect was questioned, Taobao released an important signal: the future will not only price war, will emphasize the interaction with users, emphasizing creativity, culture.

In fact, after the double 11, some electric companies have begun to reflect on the focus of the outbreak of promotional forms, from simple low price promotion to the "cultural" level. "Low price is guaranteed, but only silly big price advantage, and no care for consumers, users will feel that the enterprise has no culture." "Jingdong Mall senior vice President Cheng Junyi said in a media interview recently. Similarly, Jingdong Mall double 12 promotions In addition to low prices, but also took the beauty delivery Group, lottery, computer extension, books extended return time, large household appliances free cleaning and other creative forms.

Rebate Browser Wealth Cat CEO Li Mingshun that the double 12 is slightly deserted, because Taobao did not spend too much energy to do this thing. "The day cat double 11 public relations significance is bigger than the practical significance, the industry leading position has already established, but also causes some problems: the double 11 before and after the seller volume declines, the logistics cannot undertake the order concentrated outbreak the pressure, the service quality falls; The consumer satisfaction is not high, some orders are confirmed invalid Therefore, in the cat eldest brother status confirmed, more hope that the activities of the regular marketing. ”